Lyle & Scott partnered with Excite OOH to launch its “Wear It Your Way” campaign, using out-of-home advertising across major UK cities to connect with a new generation of style-conscious consumers. The campaign combined large-format digital billboards with mobile formats to deliver scale, movement and cultural relevance in some of the UK’s busiest urban environments.
The challenge
Lyle & Scott wanted to introduce its “Wear It Your Way” platform in a way that cut through the noise of traditional fashion advertising. The brand’s objective was to reach a younger, style-conscious audience while staying true to its heritage.
The challenge was achieving standout visibility in crowded city centres and creating cultural relevance in environments saturated with competing messages.
The idea
Excite OOH developed a bold, city-wide out-of-home strategy designed to deliver both impact and frequency.
By combining high-impact digital billboards with mobile taxi formats, the campaign created a constant presence across key fashion and cultural hotspots, ensuring the creative felt dynamic, unmissable and embedded within everyday city life.
The execution
The campaign ran across London and Liverpool, with digital billboards placed in high-footfall locations and wrapped London taxis extending reach through constant movement across the city.
This mix of static and mobile formats delivered scale in landmark locations while maintaining visibility throughout high-traffic areas such as Oxford Circus.
The results
The campaign delivered millions of impressions nationwide, bringing Lyle & Scott’s creative platform to life at scale.
By amplifying messages of individuality and self-expression, the campaign strengthened brand visibility and cultural relevance, positioning Lyle & Scott prominently within the daily lives of its target audience.